Gap began using Concrete in 2006 to improve project and content management. Today, the brand uses Concrete to run its global marketing network in the cloud - right from planning activities at executive level, down to executing campaigns at store-level.

With several thousand stores worldwide, including several hundred run by international franchise partners, Gap was challenged in maintaining brand consistency. Communication between HQ teams and stores was manual, slow, and reliant on email and spreadsheets. This meant delivering campaigns to tight deadlines was incredibly difficult.

Gap chose Concrete as the only solution provider able to deliver on its complex requirements with the level of security required to contain their confidential data.

Concrete’s planning tool helps teams across the world plan their activities collaboratively, and take account of any inconsistencies or clashes that might occur as the result of changes.

Workflow and content management then make sure that any briefs, activities and brand assets are accessible online to everyone that needs them - with dynamic permissions management controlling who sees what.

Improved efficiency

Document review processes are also executed through the platform, making Concrete Gap’s system of record for international marketing across their network. In addition, Sales, Learning and Development, Visual Merchandising, Planning, Sales Admin, Store Design and Finance teams all use the platform to check-up on any changes in activities that affect them - creating a network across the company that ties teams together based on their work requirements.

The result has been a great improvement to Gap’s global operating efficiency. By having a single solution for all their teams’ needs, Gap has managed to reduce its time to market for promotions, lower expenditure, streamline store roll-outs and communication, and connect its whole network in a way that makes store compliance visible and auditable.

Case Studies

Connecting international and domestic teams for improved performance

The iconic British retailer needed to improve visibility across its stores.